Several estimators are examined for the simple linear regression model under a controlled, experimental situation with multiple observations at each design point. The model is examined under normal and non-normal error distributions and mild heterogeneity of variances across the chosen design points. We consider the ordinary, generalized, and estimated generalized least squares estimators and several examples of M estimators. The asymptotic properties of the M estimator using the Huber ψ are presented under these conditions for the multiple regression model. A simulation study is also presented which indicates that the M estimator possesses strong robustness properties under the presence of both non-normality and mild heteroscedasticity o£ errors. Finally, the M estimates are compared to the least squares estimates in two examples.