In survey sampling, auxiliary information on the population is often availa
ble, The aim of this paper is to develop a method which allows one to take
into account such auxiliary information at the estimation stage by means of
conditional bias adjustment. The basic idea is to attempt to construct a c
onditionally unbiased estimator. Four estimators that have a small conditio
nal bias with respect to a statistic are proposed, It is shown that many of
the estimators used in the literature in the case of simple random samplin
g can be obtained by using this estimation principle. The problem of simple
random sampling with replacement, poststratification, and adjustment of a
2 x 2 dimensional contingency table to marginal totals are discussed in the
conditional framework. Finally it is shown that the regression estimator c
an be viewed as an approximation of an application of the conditional princ
iple.