personally, i depend it on the fish. when i had sensitive fish such as rays and some small, frail community fish, i would change only 25%.
with my 250g pacu/cichlid tank and my parents goldfish tank, i generally change around 75% a week, and have done so for years with no ill effect. match the water temps, then i always used stress coat, and more recently prime right as i start to add the fresh water, and thats it.
my fish are seemingly happy, healthy, and all grow nicely and show great colors. my tap is around 7.6ph and thats about all ive ever checked it for.