It's important to take all returns and track them again a benchmark. So, if you hold a basket of Canadian stocks, it would be best to track that basket against the TSX, and with U.S. stocks, you could use the NYSE, the S&P 500, the DOW etc.
Now, if you don't mind underperforming the index, but doing very little work, that's where something like index funds come in. Keep in mind, a lot of investors simply think with an index fund they'll replicate the returns of that index. This isn't the case. ETFs have costs in terms of management fees, commissions etc. So if a particular index gains 10% in one year, you might gain 9.70%. They call this tracking error, and it's something you have to consider.
However, if you're picking individual stocks, you're looking to outperform the Index. If you aren't, you'd be better off investing in an index fund.
The issue of "how much" generally comes from how much time you put into it. If you're spending 2-3 hours a day researching and purchasing, you'd likely expect to outperform the market by a wide margin to justify your time.
A specific annual return I'd be happy with isn't really possible to answer. But if the market went up by 10%, I'd be extremely disappointed if I didn't top that, especially considering I'm an investor who is involved in the markets essentially 8 hours a day, 5 days a week.
However, unlike a hedge fund which chases absolute returns (meaning positive returns regardless of market movements) if the markets dip by 10-15% in a given year, it would be unreasonable for me to think I could achieve a position return in that year. I'd try for sure, but it would be a tough feat.