I voted for amount of water changes personally, but this is as has been said by others only a part of the issue.
The reason I voted for this is because, as a slightly experienced fishkeeper I know about fish compatability, as most with experience will do at least to a degree.
This is something that I would advise someone to do if they know something about fish and full grown sizes. For instance, most people with experience know that a silver/bala shark is gonna grow to about a foot long, is extremely active and really needs to be in a fair size group and so won't even think about putting a single one in a 20l tank.
If you are talking to a total newbie though I believe that, in a better safe than sorry frame of mind, I would usually tell them to keep to the 1cm per litre /1 inch per gallon rule.
This is an extremely basic and simplified rule, however it is a very safe point for newby's to start from.
It makes any mistakes they make, which lets be honest almost all of us did when we started, less likely to cause a complete breakdown in the tank, resulting in the death of all the fish and a new fishkeeper deciding that the hobby isn't for them.
I started out with that rule and have ssince gained enough knowledge to feel confidant moving on from it. If I had started out using the water change rule, which I feel is a more accurate one ( when used in conjunction with other rules like compatability, etc) then not only would I probably havee had more problems to begin with and decided that fishkeeping wasn't for me, but I may also have gotten really annoyed with constant water changes and given up before the hobby had really grabed me.
To sum up, I think that for experienced keepers you can use the water change rule, in conjuction with others, but for a newby the much simpler rule is the best jumping on point you can give them, whilst giving them as much good info as possible so that in time they can start to make up there own minds when they feel more confidant.